Companies invest fortunes on innovation and product strategy. But by some estimates, 80% of new products fail or underperform. Every year, though, a few rare products succeed brilliantly. Why? Their creators have seamlessly integrated corporate strategy with design. They don’t deliver utilitarian objects: They craft rewarding, empowering experiences.

To outsiders, this looks like magic: incomprehensible and impossible to reproduce. But it isn’t. Predictable Magic presents a complete design process for making the “magic” happen—over and over again.

Step by step, you’ll learn everything you need to know to make Psycho-Aesthetics work, from research to strategy, implementation to consumer experience. You’ll also see it at work in case studies from some of the world’s top companies, including Medtronic and Amana, as well as innovative start-ups.